Starting in June, Google are going to require telephone number verification for all numbers used in Call Extensions.

You can verify your numbers already, if you wish, but in June, if the numbers are still marked as "unverified" then the Call Extensions will be disapproved.

At the moment they are simply marked as "unverified" - an unsightly red mark on your campaigns and one which clients are (understandably) worried about. After all, anything that Google put in red on your account must be bad, right?

Well, yes and no. At the same time as they mark the number as unverified they also provide helpful guidelines to help you get verification. Helpful, possibly. But of the three options, a little like Goldilock's porridge, only one is "just right"... and even that one has some serious questions to answer.

I've been quite happy over the past few months. I discovered that I could get most of the traffic I wanted with a minimal amount of fuss using Google's new Broad Match Modified (BMM) match type. I felt like Baby Bear from Goldilocks - BMM isn't too loose, nor is it too restrictive. It's just right!

And like a happy bear, I was gradually replacing most of my phrase match keywords with their BMM counterparts.

I had never really used broad match - that was like putting all my money on the desk and telling Google to just take what it wanted. So I ended up with basically two types of campaign. Those using BMM and those using exact match. I like exact match... not quite as much as I like BMM - but for different reasons - It's badass.

Since the introduction of enhanced campaigns I have been frustrated by the apparent need to link a Google Places account to AdWords to get location extensions to appear.

Many of my smaller clients do not have a Google Places account. We stress the importance of this and most are happy to set it up - but this implies the inevitable wait for a verification code from Google... and this can cause a month or more delay.

But then, almost by chance, we discovered a secret doorway back to the way things used to be.... follow me.....

With the introduction of enhanced campaigns Google removed control over which devices ads could target. With the Legacy settings you would choose to show your ads on mobiles only, or desktop PC's only... with the "enhancement" your ads are eligible to appear across all device types.

On the one hand, I get it. There are so many potential touch points to reach a potential client that on one level it makes sense.

The new Google AdWords Enhanced Campaigns no longer allow advertisers to select devices. Previously, we were able to choose to show ads on mobile devices - or not! And, perhaps more significantly, we were able to chose to show our ads ONLY on mobile devices.

With Enhanced Campaigns this is no longer the case. So just how do we get around this? The answer is in bid adjustments.

Bid adjustments are only available for mobile devices - the "base" bid is the bid used for PC & Tablet traffic (Google still believes these are the same thing!).

So let's say you bid $2 for your click. You can then adjust your mobile bid to -100% and, hey presto - no more mobile ad impressions!

But there's no way to eliminate PC & Tablet traffic - or is there....?

It's taken a few days for this to become clear, but one of our clients has become a victim of Google's Enhanced Campaigns. Where the impact was expected to be minimal it would appear that there are going to be sectors that are going to take some time to settle - and may never recover to pre-enhanced traffic levels.